Inforum Inbound Optimizer 20100126

INFORUM Benelux 2010, Noordwijk

More effective inbound customer contact? Discover the Inbound Optimizer

© 2010 Deloitte

Inbound Optimizer

Agenda

2

Demonstration Inbound Optimizer

Results Case 1 and Case 2

Next Steps

Appendix

© 2010 Deloitte3

It is becoming more difficult to reach the consumer ...

Especially NOW Inbound Marketing is important

© 2010 Deloitte

Consumer

I am recognized as a customer

The agent understands my

situation

I get personalized offers that fit

my situation

I am open to discuss a

personalized offer that fulfill my

needs

Agent

I can do my job better because

I am commercially supported

during my calls

I can make personalized

offers. This improves the

contact that I have with the

customers. And as a result, I

have more successes in my

work and I am happier at my

work.

I can get better results out of

sales- and services calls

The expectations of marketeers, inbound contact centers and

the expectations of the consumer.

4

Marketeer

I use customer-initiated contact

for my offers instead of me

calling the customer

I can immediately see the

result of my campaigns, real-

time

I can immediately launch and

adjust campaigns

I need to significantly improve

the conversion on my inbound

sales campaigns

Available customer data

Recommender

Standaard

offer

Rule based

Size: chance

of acceptance

Real-time

Real-time personalised

context based offering

Predictive

modelling

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The evolution of Inbound Marketing

A customer is more likely to accept an offer when it is personalised

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Availab

leC

on

text

data

© 2010 Deloitte

AgentConsumer

Inbound Marketing capitalizes on a contact moment that is

initiated by the customer

6

Question

Answer

Limited acceptance

Standard offer

When you make a standard offer, it is not very likely that

the customer will accept it. The offer needs to be

customized towards the wishes and needs of the customer

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Consumer Agent Tailor made

offer

The likelihood that the customer accepts increases when:• The tool learns from the responses that the agent logs. The tool automatically analyses the results of

each offer and takes this into account when calculating new offers. Raking based on likelihood.

• The personalized offer is presented in a way that it matches with customer needs and aligns with the

context of the conversation.

• The agent visually supported to discuss a tailor-made offer.

• Responses are logged by the agent so that learnings will be improved.

Inbound Optimizer maximizes the conversion of customer

contact by giving the agent a tailor made offer.

7

Question1

Answer2 Identification

3

Offer 1

Offer 2

Offer 3

4

Personalized Offer5

Make Offer6

Accept Offer7

Log Response8

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Marketeer Inbound

Optimizer

The tooling is expending the possibilities for targeted

inbound campaigns, resulting in higher conversions• It provides the marketeer to quickly set up, launch and fine-tune campaigns. It reduces the time-to-

market significantly.

• Enables the marketeer to directly measure and analyze his campaigns. He can improve his

campaigns based on this collected information (inbound and Outbound).

• Monitor KPI’s per agent, per offer, per channel

• Insights in needed customer data running inbound campaigns

Inbound Optimizer enables the marketeer to take advantage of

the inbound contact opportunity.

8

1Defines campaigns/Offers

Offer 1

Offer 2

Offer 3

Results of Responses3

4Adjust campaigns/Offers

Results of Responses5

2Defines customer view

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The most important features of Inbound Optimizer. These

features support the workflow of the agent and marketeer

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used the results of previous conversations and predicts which offers have

the most chance of acceptance.

shows the agent tailor made personalized offers during contact. The agent

can get the most out of the conversation.

shows the number of accepted offers per agent. This enables managers to

steer on results.

provides the marketeer the ability to quickly set up, launch and adjust

campaigns.

enables the marketeer to take advantage of the inbound contact

opportunity.

enables the marketeer to directly measure and analyze his campaigns. He

can improve his approach based on this information.

Inbound Optimizer…

© 2010 Deloitte

Demonstration Inbound Optimizer

Agenda

10

Inbound Optimizer

Results Case 1 and Case 2

Next Steps

Appendix

© 2010 Deloitte

Marketeer

Demonstration - Inbound Optimizer for the Agent and the

Marketeer

11

Agent

1st Role

2nd Role

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Results Case 1 and Case 2

Agenda

12

Inbound Optimizer

Demonstration Inbound Optimizer

Next Steps

Appendix

Case 1: What are the benefits of Inbound Marketing?

What was achieved? The highlights:

• In the Inbound Optimizer group the net conversion is on average 9 % higher compared with the reference

group.

• Usage tooling is very important. When filtering out the agents who use the tool properly, the net conversion is

16% higher than in the reference group.

• Percentage Net conversion increase shows peaks up to 24% .

• Call value (ARPU) is 10% higher in the Inbound Sales channel of the Inbound Optimizer group.

• The percentage of "very satisfied customers" is twice as high.

1313

12%10%

13% 12%

18%

2%

4%

7%

3%

7%

15%

24%

12%

5%

17%

13% 11%10%

0%

5%

10%

15%

20%

25%

30%

33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50

% Score Inbound Sales Reference Groep

© 2010 Deloitte,

Average extra Conversion

9%

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Offer volumes per channel

0%

5%

10%

15%

20%

25%

30%

35%

Web

Retail

Callcenter

0

10.000

20.000

30.000

40.000

50.000

60.000

70.000

80.000

90.000

100.000

Web

Retail

Callcenter

Phase 1

• Inbound Marketing is introduced in multiple channels

• Learnings and experience is created throughout the

organization

• Data, Strategy and Governance is key

Phase 2

• Improvement of customer data, profile and business

rules results in:

• More critical business rules resulting in less volumes

but better quality of offers

• Higher conversions per offer

• Less call handling time

• Higher customer satisfaction?

phase 1

phase 1 phase 2

phase 2

Offer conversion per channel

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Case 2: Maturity of the offer process results in a higher

conversion percentage with a lower AHT

© 2010 Deloitte

Next Steps

Agenda

15

Inbound Optimizer

Demonstration Inbound Optimizer

Results Case 1 and Case 2

Appendix

© 2010 Deloitte

You can start with the Inbound Optimizer implementation today!

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The solution is directly ready for use. A short period of implementation,

based on “best practices”.

Little impact on existing systems, the solution works almost independently

of other systems.

Low costs of start-up (caused by SaaS)

Quick ROI

Start small, upscale easily

© 2010 Deloitte

You can start today!

Pay per use, for a fixed amount per user per month

A predicable payment model

Web-based access, location independent

Including Helpdesk support 8.00 h-20.00 h (incidents) including 24 * 7 system

Including 24 * 7 system monitoring

Secure data centers (certified and full backup of all data)

Service features

Characteristics of the Inbound Optimizer

© 2010 Deloitte

Questions?

© 2010 Deloitte

Learn how the Inbound Optimizer can improve your business

processes? Please feel free to contact us:

19

Harald van Doorn

Senior Manager

Deloitte Consulting

Harald has over 10 years’ experience in CRM

consulting and transformation projects, mainly in the

telecom industry. During the past last 2 years, Harald

was responsible as Delivery Manager for integrated

inbound and outbound campaign management

solutions for Call Centres, Retail, and Web Channels.

Mobiel: +31(0)6 5151 6582

E-mail: [email protected]

Theo Slaats

Partner

Deloitte Consulting

Theo specialises in Marketing Automation and

Customer Relationship Management. Theo has

managed large Marketing and CRM projects in

different areas, going from CRM strategy and

Operations to Marketing and CRM technology

implementations. His clients are multinationals in

different industries (Consumer Business,

Telecommunications and Manufacturing).

Mobiel: +31 (0)6 5267 2525

E-mail: [email protected]

© 2010 Deloitte

You can rely on vendors with extensive experience and

expertise

20

Years of experience with

implementations of inbound

marketing solutions

Business driven CRM-

vision and technical skills

Detailed knowledge and

experience in your industry

Broad experience in CRM

hosting

Reliable hosting partner

Safety and quality are of

highest priority

Proven technology

Intelligent software

© 2010 Deloitte

Appendix

Agenda

21

Inbound Optimizer

Demonstration Inbound Optimizer

Results Case 1 and Case 2

Next Steps

© 2010 Deloitte

Contactc

enters

The agent sees

the inbound

optimizer offers

in his screen

Tab: Customer data overview

Response logging, including an option for calling back

Ranking of the offer list is determined based on likelyhood * benefit (customizable)

Customer Identification

Context Call ReasoningReal-time offers change when using the call reason

Tab: History of inbound offers

Agent Screen (1) with personal offers

Customer view data is customizable based on available data in source systems

Agent Screen (2) with an overview of customer data

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History of all inbound offers that a customer has received

Agent Screen (3) with an overview of discussed

offers,including responses

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© 2010 Deloitte

Contactc

enters

The Campagne

Manager can

download data

for reporting via

the Inbound

Optimizer

User Administration

Customer Data Supporting

visuals

Callback requests Data for

reporting

Standard reporting Analysis learningsManaging/changing of

offers

Campagne Manager Screen for managing campaings and

running analyses or reports.

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Reporting options on offer level for improving customer

analyses

26

Contactc

enters

Lift rapportage

Best / Worst Customer

© 2010 Deloitte

Campagne Manager and Teamleads can download standard performance reports like:

KPI’s per offerKPI’s per agent….

Excel-reports: Conversion ratios based on discussed offers

versus accepted offer per product, per campagne, per timeframeNumber of customers (=calls) per agent per

period Benefit per agent per periode (sum of benefits

per accepted offers per agent per periode)

Inbound Optimizer offers a standard reporting functionality

that exports data to Excel